Core Viewpoint - The Chinese off-road market is undergoing a significant transformation, evolving from a niche hobby for enthusiasts to a mainstream choice for millions of families, with total sales of off-road vehicles expected to exceed 1.1 million units in 2024, representing a 63% year-on-year growth [1][2]. Group 1: Market Dynamics - The demand for off-road vehicles is driven by multiple social needs, including the upgrading of automotive consumption, the introduction of intelligent technologies that lower the entry barrier for new drivers, and a post-pandemic desire for adventure and exploration [2][3]. - The industry faces challenges due to a lack of standardized performance evaluation, leading to consumer confusion between different vehicle types and their capabilities, particularly in extreme conditions [3][4]. Group 2: Safety Concerns - There is a significant gap in drivers' understanding of their driving abilities, vehicle performance limits, and terrain assessment, contributing to safety risks in off-road driving [3][4]. - The absence of graded and managed off-road environments has resulted in dangerous situations, as seen in recent accidents where inexperienced drivers ventured into high-risk areas without proper guidance [3][4]. Group 3: Industry Standards and Initiatives - Great Wall Motors is attempting to establish a systematic understanding of off-road driving through three grading standards: off-road skills, off-road scenarios, and off-road products, but this alone is insufficient to change market perceptions [4][5]. - The launch of the "Off-Road Travel Compass" brand by Xiangyang Daan Automotive Testing Center aims to provide a structured evaluation system for vehicles, terrains, and driver skills, addressing key industry pain points and promoting safety [4][5]. Group 4: Cultural Shift - The standardization efforts are not meant to restrict freedom but to ensure safety and respect for life, emphasizing that true off-road enthusiasts prioritize preparation and safety over recklessness [5]. - The industry is at a critical juncture, transitioning from a focus on speed to quality, with the "Off-Road Travel Compass" representing a collective industry consensus on the importance of balancing adventure with safety [5].

Core Insights - The "Off-Road Travel Compass" brand was officially launched at the Daan Center's Technology Innovation Exchange Conference, led by Xiangyang Daan Automotive Testing Center Co., Ltd. [1] - The brand aims to address challenges in the off-road market, including fragmented information dissemination and safety system inadequacies, by creating a comprehensive ecosystem for off-road travel [3][5] - The brand's mission is to become a "navigator and reliable partner" for off-road travel in China, focusing on a three-dimensional evaluation system of "people-vehicles-terrain" [3][5] Group 1: Brand Launch and Support - The brand received support from various industry organizations and experts, including the Chinese Academy of Sciences and the China Automotive Engineering Society [1] - The unveiling of the brand logo "CORA" (China Off-Road Roadmap Adventure) involved representatives from key industry players, indicating a collective commitment to standardization in the off-road sector [1][3] Group 2: Brand Objectives and Framework - The brand focuses on enhancing user knowledge and skills through the establishment of an off-road knowledge base and educational initiatives [5] - It aims to create a series of standards for off-road vehicle performance and reliability, providing a reference for both manufacturers and consumers [5] - The brand will work on developing classification standards for off-road scenarios and routes, facilitating standardized management and application of route information [5] Group 3: Research and Development - A research report on off-road vehicle performance grading was presented, providing a comprehensive evaluation framework based on industry consensus and extensive vehicle testing [7] - This research supports the development and implementation of the "Off-Road Travel Compass" brand's framework [7] Group 4: Future Prospects - The launch of the brand is expected to lead to a more systematic and standardized development phase for China's off-road travel ecosystem [9] - Future collaborations will focus on standard development, route validation, and knowledge dissemination to enhance safety and enjoyment for consumers [9]